The impact of Intelligent Virtual Assistants on Buying Behavior

The way in which virtual assistants can influence the marketing paradigm through various uses within the interactive media, present on the web, within eCommerce websites, but also through indirect action, starting from social media, is a very complex and interesting process, which is worth studying. From the perspective of virtual assistants, all consumer buying behavior models are a simplification of reality, since there can be many other sub-models which can be derived from the main ones. The objective pursued within this research has been the presentation of the impact of the use of intelligent virtual assistants on the direct marketing activity of the companies, and the correlation with consumer behavior, especially in terms of the different decision levels and the way in which it is being supported.